P. Diddy Fails to Stand by His Brand

Apparently, super-mogul Sean “Diddy” Combs is so rich at this point that $100 million ain’t nothing but a number.

Diddy done signed a $100-million deal with Ciroc vodka recently to act as the liquor’s “brand builder” (which is a fancy way of saying “shill”). But according to a source who spoke to TMZ.com, Combs’ loyalties run about as thick as water—or at least thinner than tequila.

The source says that Ciroc’s parent company, Diageo, is livid over the fact that Diddy has been seen quaffing down 1800 Tequila in various nightclubs, even after the Ciroc deal was agreed upon.

A rep for Diageo hasn’t commented on the matter, nor has anyone from Diddy’s camp. But it’s worth wondering whether the rapper’s stubborn allegiance to the worm will end up queering the deal.